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Kingston goes on-ground with gaming headset

The on-ground activity, executed by Six Inches Live, involved associating with the movie 'Step Up All In' and creating co-branded canters targeted at college students

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Kingston goes on-ground with gaming headset

Kingston goes on-ground with gaming headset

The on-ground activity, executed by Six Inches Live, involved associating with the movie 'Step Up All In' and creating co-branded canters targeted at college students

BestMediaInfo Bureau | Mumbai | September 1, 2014

Kingston Step Up All In

Kingston Technology implemented on-ground and digital activations to launch 'HyperX Cloud', the brand's first gaming headset. Six Inches Live was brought on board to get users to experience the product first-hand.

The agency was entrusted with the challenging task of not only launching a new device, but using a different route to advertise – display and sell. After a series of brain-storming sessions, the agency decided to tie-up with the movie 'Step Up All In'.

Taking forward the association of Kingston with the movie, a co-branded canter was created to move around some of the best colleges in Mumbai. This platform had professional break dancers who invited audiences (college students) to come on board and shake a leg. The activity was planned at a time when college festivals were underway, between August 15 and August 26. The canter was placed strategically during the Malhar College Festival and managed to generate a great response.

The best dancers were awarded goodies from Kingston Technology. The photos of the winners and contestants were uploaded on Kingston's Facebook page. A few winners got tickets to the movie's premiere. The activity aimed to reach 100,000+ people.

Pravin Shah, MD & CEO, Six Inches Live, said, “Coming up with innovative ideas for unique brand experiences has been our core strength, and this activity reflects the unique concept of connecting two different products and yet managing to come up with a good mix to get the audience grooving.”

Vishal Parekh, Marketing Director of Kingston Technology, said, “HyperX Cloud has got a fantastic engagement online and even on-ground. Six Inches has executed these activities really well and we managed to directly connect with the target audience. The fact that it was conducted during the college fests has helped in getting tremendous response. Six Inches has kept in mind the key deliverables and has managed to give our product the exposure it deserves.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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